What are Two groups of “Nevers,” (people who have not previously subscribed to cable television)

1.Young people just starting their own households.

2.Those people who have refused cable for a variety of reasons.

True or False?
Marketing plans that use multipurpose advertising tactics have a greater success getting people to upgrade that marketing plans that target just one subgroup of formers, nevers, or downgraders.

1. False

____________Persuading consumers to subscribe to more than they can afford. Results in unwanted churn (Turnover among subscribers).

1. Overmarket

True or False?Subscriber retention (maintain current subscribers) and upgrades (getting subscribers to add channels or services) are more important than subscriber acquisition (getting new subscribers).